Promotional Mix- Tool for Integrated Marketing May, 2014 | Page 2

The Promotional Mix 2
The promotional mix is a combination of various tools that businesses are using effectively to
communicate the features and benefits of their offerings (product and services) to their customers. It is
the combination and coordination of all seller initiated efforts. The aim of these efforts is to build
channels of information and influence in order to sell product and services to the customers. For the
accomplishment of organization’s communication goals, the basic tools that organizations use are
known as promotional mix.
Tools for Integrated Marketing Communication:
Traditionally there are four elements used as the tools for integrated marketing communication. These
include: advertising, personal selling, sales promotion and public relations/publicity. However, two more
elements have been added to promotional mix i.e. Interactive/internet marketing and direct marketing.
All the tools required for integrated marketing communication can be seen in this picture:

1. Advertising: A message is communicated to the target audience through advertising. As a result a
feedback is generated in the form of a sale and consumer purchases goods or services
communicated to them. An effective and creative advertising represents the value of the product or
service. It persuades consumers to take an action, buy or avail that good or service.
2. Personal selling: Personal selling is considered as the most effective tool for targeted
communication. Through personal selling, organizations tailor the specific needs of an individual
customer. In personal selling, salespersons have direct exposure to potential customers. The
salesperson assists the potential prospect and persuades him to buy company’s goods and services.
For effective personal selling, the sales person must understand how to respond to the needs of
customers.
3. Sales Promotion: In order to stimulate market demand sales promotion tools are used. It is offered
for a limited time period. It is helpful in increasing the perceived value of a product. There are two
| Tools for Integrated Marketing Communication